Tyla Opens Up About Her Journey as Pandora’s New Face
It’s undeniable that Tyla has become a fashion force to be reckoned with. From her viral Met Gala appearance, to her upcoming Coachella debut, the South African singer has made her mark. Crediting her mother as her longtime style icon, fashion has always come naturally to the global phenomenon from a young age. For Tyla, good style simply makes everything more fun. “It takes [the vision] further into the world and the performance that we are going to give,” she says.
As an admirer of Pandora from afar, when the opportunity presented itself to style a collection as the brand’s newest ambassador, the project felt all too perfect of a fit. Below, Tyla speaks exclusively to ELLE about mixing high and low, DIY style, and drawing from all aspects of her life for inspiration.
Tyla in Pandora’s new campaign.
After a stellar 2024, what are you looking forward to most about your upcoming Coachella set?
I just came back from a fitting and next, we are on our way to rehearsals, so I’m very excited. I’m using my South African dancers, and we are all going to Coachella for the first time together—not only performing, but just attending for the first time. My siblings are also coming, so it will be their first time too. I’m just so excited watching all these things come to life one by one.
How does fashion play a role in your performances?
In the beginning, whatever I liked I would put on, and I would customize anything for myself and for my body just to make something I like. Then, I started getting into fashion for real and learning more about it beyond just vibing. It was probably when I got invited to my first fashion week, I feel like that opened my eyes more into the world of fashion and now I’m obsessed.
Has there been a favorite onstage costume so far?
It’s so hard to pick. But maybe either the Victoria’s Secret Fashion Show or my performance that I did in Rwanda where people saw the “Water” dance for the first time.
The Met Gala was a huge style moment, too. What was it like becoming a living art piece in that Balmain gown?
I did not know that was going to happen. Like, none of it. Even getting carried up the stairs and cutting the dress, nothing was planned. It all made that experience more special to me. I didn’t even know the [online] reaction was happening because when I was inside, we were just enjoying the moment.
Tyla at the 2024 Met Gala.
How does shooting a fashion campaign differ from singing at a concert or festival?
Whenever I get a chance to do shoots, especially this Pandora one, it’s in between all the things that I find very hectic, like rehearsals and studio time, so it becomes a nice break away from that.
What was it like curating this collection with the Pandora team?
Growing up, I always wanted a Pandora Charm Bracelet. I was never able to get one, but I always admired it and thought it was cool that there were unique charms from all over the world. So now that I’m an ambassador, it’s kind of a flex, low-key. But I think my favorite moment was styling the jewelry with Pandora. We went into this room and there were all the charms you could ever imagine. That was fun because I used to do that when I was younger with my mother, who loves making jewelry. When I see the Cherry Blossom, it reminds me of the hibiscus flower; when I released “Water,” I had that flower all over socials, and it was also in my music video. It really reminded me of that shift in my career.
Wearing a charm bracelet and necklaces.
Do you have a favorite piece?
I actually really like all the hectic charm bracelets. I love messy-looking stuff and all of the beads. We used to have beads laying around the house, and we used to get in so much trouble from my father because they were everywhere. But my mom, to keep us busy, would just give us a bucket of beads and elastic and I would just spend the whole day listening to music or watching TV with my sisters, making friendship bracelets for each other.
This interview has been edited and condensed for clarity.
Shop Tyla’s Favorite Pandora Pieces
Pandora May Faceted Eternity Circle Dangle Charm
Pandora Cherry Blossom Dangle Charm